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Welcome to The Drum Creative Works.

As always, this section is dedicated to showing the best creative work of the past week. We're using our five-star voting system, so to vote for your favourite, make sure you click on the stars.

For project information, credits and more click on the project to expand to full screen. You can submit your own work via our online form.

For voting updates and more follow The Drum Creative Works on Twitter @TheDrumCreative.

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BBDO GITAM: BMW 'The world's first fully sustainable car catalogue'

Client: BMW
Date: February 2018
BMW has worked with Gitam BBDO to launch a new campaign showcasing a catalogue made completely out of sustainable materials. The catalogue promotes the new BMWi3 vehicle, a premium urban vehicle and 100% electric, free from fuel consumption and without polluting emissions.
Recycled materials were collected from dozens of recycling plants throughout the country that eventually became the pages of the catalogue. Every page was created from a different recycled material: chip wood, rubber, glass, tin, artificial leather, marble, satin, corrugated cardboard, recycled paper, recycled cardboard, canvas and even tarp off an old BMW billboard. The catalogue is placed inside an OSB box lined with sheep's wool.
The catalogue was printed and distributed throughout all BMW showrooms in Jerusalem, Haifa and Tel Aviv, and will be distributed to BMW i3 customers.
• Client: Delek Motors Ltd.
• Advertising Agency: GITAM BBDO
• Chief Executive Officer: Ido Har Tov
• Head of creative: Danny Yaakobovitch
• VP Creative Director: Eran Nir
• Art Director: Daniele Vardi
• Copywriter: Michel Perry
• Print Producer: Nathan Darviany
• VP Production / Content: Gali Starkman
• Producer: Noy Kirilovsky
• VP-Group Account Head: Jonathan Regev
• Account Supervisor: Hagar Foigel
• Account Executives: Sharon Dahan
• VP Strategy: Guy Vingest
• Planning: : Sivan Ivash
• Production Company: Tifferet
• Director: Meir Warcell
• Post Production: Svetlana Putko, SoundTrack Studio
Tags: Israel, design, automotive, catalogue, bbdo, sustainability, BMW I3, bmw, DELEK
The world's first fully sustainable car catalog

Heimat: HORNBACH 'Sweat It Out '

Agency: Heimat
Date: March 2018
DIY superstore chain Hornbach has launched a campaign to mark the start of the home improvement season. ‘Sweat it out’ takes a surrealist look at the rejuvenating effects of physical labour in the home and garden. 'Sweat it out’ pushes a fantastical, imaginative style to the max, putting everyday stressful situations into a completely new light.
In the TV commercial, the task of coping with nerve-racking, everyday problems is taken over by a troupe of hyperactive ‘rubber cowboys’ who represent visually what’s going on inside the human body on a cellular level when sweat is being produced during hard work.
The spot was made together with Hornbach's creative partner, agency Heimat. ‘Sweat It Out’ is an integrated campaign for TV, online, social media, outdoor, radio, display and point of sale.
Agency: HEIMAT, Berlin
Production: Czar, Berlin
Director: Andreas Nilsson
Director of Photography: Lasse Frank
Art department: Peter Grant
Tags: Germany, Branding, TV Advert, film, Art Direction, germany, diy, special effects, visual effects
Sweat it Out
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Saatchi & Saatchi : Robinsons 'Start of the Week'

Agency: Saatchi & Saatchi
Client: Robinsons
Date: March 2018
Robinsons, together with Saatchi & Saatchi London, has released its 'most sophisticated Robinsons yet' campaign to promote Fruit Cordial, its second range of products created especially for grown-ups.
The TVC marks a continuation of the new brand platform for adults, tapping into the disarming wisdom of the nation’s squash experts, children, to inform adults what they’re missing out on.
The hero 30-second TV advert shows a woman reaching into the fridge for a bottle of wine, only to be interrupted by a young boy, advising her to choose the new Robinsons Crushed Lime and Mint Cordial instead. The calm and assertive child informs us that this new sophisticated range from Robinsons is perfectly suited to adult palates and makes a great alternative beverage.
The new 30-second film and shorter 20-second cut down will run for three months from March and will be shown across TV in the UK.
TITLE: Start of the Week
BRIEF: Launch Fruit Cordial as a sophisticated alternative, designed especially for adult drinking occasions
CLIENT: Britvic, Robinsons Fruit Cordial
ADVERTISING AGENCY: Saatchi & Saatchi London
CREATIVE DIRECTORS: Mark Slack & Gemma Phillips
ART DIRECTOR: Gemma Phillips
PLANNER: David Hackworthy, Zoe D’Avignon
ACCOUNT HANDLER: Larissa Vince, Adrian Ash, Claire Boisgontier
PRODUCER: Sam Robinson, Lisa Mason, Megan Sutton
DIRECTOR: Max Sherman
EDITOR: Sam Snead
PRODUCER: Ewen Brown
POST-PRODUCTION COMPANY: Electric Theatre Collective
DATE RELEASED: 19th March 2018
Tags: UK
Robinsons, Start of the Week
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: Who Gives a Crap 'Treat Your TP Like a Billboard'

Client: Who Gives a Crap
Date: March 2018

We treat our toilet paper rolls like mini billboards, which is why Who Gives A Crap has made the wrappers as pretty as possible and included its value proposition. Toilet paper is something people normally hide away. Instead, Who Gives A Crap has taken something utilitarian and made it beautiful, fun and shareable, with the aim of making people to feel good about the unboxing, unwrapping and the wiping experience.

The agency has worked with big name artists to release 'limited edition' toilet paper - it has become a much anticipated event for its current customers, as well as a huge driver to reach new audiences.

Tags: UK
Launch Video

VCCP: MORE TH>N 'Defuse the Drama'

Agency: VCCP
Client: MORE TH>N
Date: March 2018

More Than insurance has launched a new TV sponsorship campaign entitled ‘Defuse the Drama’. As the official sponsor of ITV Showcase Drama, More Than’s new idents will feature during popular ITV dramas from March to December.

The new idents feature Mordenn, More Than’s cool and calm fictional founder, as he effortlessly defuses a series of dramatic moments with the line 'Drama? …No drama'. From a patient going into cardiac arrest, through to a couple’s public break-up and passengers fighting for survival after a plane crash, the idents feature a range of tense scenarios familiar to many TV dramas. The new idents, created by VCCP, launched on 18 March during The Durrells on ITV and the ITV Hub.

The campaign will continue throughout 2018, sponsoring top ITV dramas including Cold Feet and Vanity Fair.


Client: MORE TH>N
Creative Agency: VCCP
Executive Creative Director: Darren Bailes
Creative Director: Adam Thompson
Art Director: Jordan Down
Copywriter: Will Marsden
Agency producer: Pete Thornton
Account handling: Ben Wardle, Ben Boyles, Sophie Bowler
Planner: Andrew Perkins, Ben de Castella
Media Agency: Storylab / Vizeum
Production Company: Park Pictures
Director: Terri Timely
Producer: Amy Appletonsmith
Director of Photography: Chris Sabogal
Production Designer: Ben Ansell
Offline & Online: Art Jail NY
Sound: Andy Stewart @ Strings & Tins

Tags: UK, advertising, TV, idents

TBWA\RAAD: Louvre Abu Dhabi 'Louvre Abu Dhabi Highway Gallery'

Client: Louvre Abu Dhabi
Date: March 2018

To convince local audiences/non-museum-goers that art and museums are far from outdated and boring, a new billboard campaign from TBWA\RAAD set out to prove that the Louvre Abu Dhabi isn't a traditional - or predictable - museum.

More than 12,000 people drive the Dubai-Abu Dhabi E11 highway every day, listening to their radios but without much to look at. For the campaign, the agency decided to use the highway and the radio to provide a surprising museum first-look.

The museum's top masterpieces were reproduced in giant frames and placed along the highway, and for each artwork, a special FM radio jammer powered by solar panels was installed. When drivers approached a billboard, the FM transmitter synchronized and intercepted their car radios, triggering the Louvre Abu Dhabi museum audio guide. Instantly, a story about the art piece would broadcast through their speakers.


Walid Kanaan
TBWA\RAAD, Dubai, Chief Creative Officer

Fouad Abdel Malak
TBWA\RAAD, Dubai, Executive Creative Director

Brittany Sinde
TBWA\RAAD, Dubai, Copywriter

Clayton Needham
TBWA\RAAD, Dubai, Art Director

Alex Pineda
TBWA\RAAD, Dubai, Associate Creative Director

Joe Lahham
TBWA\RAAD, Head of Client Service

Angie Deliva
TBWA\RAAD, Dubai, Account Director

Albane Valtier
TBWA\RAAD, Dubai, Account Executive

Remie Nehme
TBWA\RAAD, Dubai, Strategic Planning Director

Rouba Asmar
TBWA\RAAD, Dubai, Head of Production

Mohammad Alkawas
TBWA\RAAD, Dubai, Design Finalizer

Camilo Rojas
TBWA\RAAD, Dubai, Motion Designer

Hazem Atieh / Ezzat Habra
TBWA\RAAD, Creative Services Managers

Sagar Mirchandani
Rama International, Project Director

Wafa Tajdin
Rama International, Producer

Amirah Tajdin
Rama International, Director

James Addey
Rama International, Director of Photography

Ameya Gupta
Rama International, Editor

Abdullah Dayem
Rama International, Radio technical lead

Mickdad Abbas
Rama International, Road Safety

Saad Khan
Rama International, Deployment lead

Tony Hertz
HERTZ Radio, Audio and Sound Design Specialist

Tags: United Arab Emirates, Louvre, Abu Dhabi, HighwayGallery
Promotional Video